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Home→The Westburn Dictionary of Marketing→N→new product departments

new product departments

Definition:
Usually found only in large organizations with big product lines subject to frequent change. The advantages of setting up a department with sole responsibilities for developing new products right up to the commercialization phase when they can be handed over to the operating divisions are obvious. However, the efficiencies which may be expected to accompany task specialization may well be diluted or completely negated unless communication between the partners is first-class. Where it is not, an 'us and them' mentality may well arise and there is considerable evidence to suggest that new products succeed best where they are the responsibility of a single 'product champion' who will see them through all the way from conceptualization to commercialization and beyond.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].